Mixpo Ramps Up Ad Platform, Adds Partners To Mix


localadssmall.jpgADOTAS – Mixpo has always brought online advertising capabilities to Joe Shmoe & Co. The online video advertising company has made it its mission to serve local and small-to-medium-size businesses since its inception. Today, it announced the launch of a comprehensive online video ad platform and three new partnerships.

Mixpo signed deals with three real-estate companies: ActiveRain, Miller Condominium, Marketing and Realogics/UrbanCondominiums.com.

ActiveRain alone represents more than 80,000 member-agents across North America – Miller and Realogics each represent various Pacific Northwest condo developments. While Mixpo is ratcheting up each company’s online presence, the company says they have all been extremely active in the digital space.

“All of these organizations are very progressive from a marketing standpoint, though this is the first structured foray into online video-advertising,” Glenn Pingul, vice president of marketing for Mixpo told ADOTAS. “In the case of ActiveRain, we are talking about a social network that involves more than 80,000 members and professionals in real estate. They are shifting to online video because they see it as more powerful, and with analytics, driving measurable results.”

Under the agreement, Mixpo partners can leverage the company’s newly launched platform to deploy VideoAds (Mixpo-powered online video ads) for placement through ad networks and on Web pages and blogs. The expanded platform includes several new elements, including automatically generated landing pages for each VideoAd, which provides the search terms and other meta data to pump up exposure to 100 video sites powered by the likes of Google and Yahoo.

“Real estate is one category that we believe can benefit tremendously from the deployment of VideoAds to effectively showcase unique properties in a way that is both distinctive from other forms of media and easy to adjust, whether due to analytics or to the basic fact that real estate inventory is not static and changes daily,” Anupam Gupta, Mixpo president and CEO, said in a release. “We look forward to expanding our presence in real estate, as well as other key categories.”

Pingul said Mixpo is eager to expand into several other categories, including travel, publishing, medical and legal – he said new partnerships may come down the pike in the next six months, or even sooner.

In other Mixpo news, Jeff Lanctot has been appointed to serve on its board of directors. Lanctot is the senior vice president of global media for Avenue A/Razorfish.

“As a board member, Jeff’s deep expertise and experience in the overall online advertising world will add great value and perspective to what we’re doing,” Pingul said over e-mail. “Jeff has known Mixpo for some time and we know that he is keenly interested both in online video itself and the local SMB marketplace.”


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